Re-branding for service innovations: Tarun Jain

Japanese electronic giant Hitachi has transformed its flagship brand into Maxell in Bangladesh market recently. Talking to Daily Dhaka Times, Hitachi Singapore Business Development General Manager Tarun Jain described stories behind the brand transformation. Joined Hitachi in February, 2000 he Has played a key role in more than tripling revenue. He look after the Sales, Operations, Supply Chain and new products teams for west Asia region with P&L responsibility.

Dhaka Times: Welcome to Dhaka. Would you please share about the transformation stories?

Tarun: Thanks. It’s a very good moment for me in Dhaka. However, the brand transformations began three years ago when Maxell acquired projector business of Hitachi in July 2013. Since then, the Group has continued the development and production of Hitachi brand projectors and has been selling them worldwide. It has become popular among the consumer worldwide specially for its quality, reliability and technology. By building upon the established strengths of its proprietary projection and display technologies, Maxell, Ltd. expects its use of consistent design, production, and distribution network will ensure that Maxell brand projectors will be received enthusiastically by customers in each of the global regions it serves. The transformation in Bangladesh will happen through local distributor Unique Business System which may take several months to complete. Today we are going to announce this transformation officially.

Dhaka Times: Any challenges here for the transformation?

Tarun: Its simple. There are no challenges as the brand will keep its business innovations in all aspect. Ultimately, the re-branding from Hitachi to Maxell will see no change in products beyond the logo, by putting Maxell brand on the projectors will further strengthen and expand business in future. The transition will see no change in products beyond the logo on projector, according to the official who also informed that Hitachi will continue in other consumer electronics segment.

Dhaka Times: What are customers will get from Maxell?

Tarun: Maxell has continued development and production of projectors under the Hitachi brand name and sold them worldwide. It has become popular among the consumer worldwide especially for its quality, reliability and technology, according to Tarun. By building upon the established strengths of its proprietary projection and display technologies, Maxell expects its use of consistent design, production, and distribution network will ensure that Maxell brand projectors will be received enthusiastically by customers in each of the global regions it serves.

Dhaka Times: What will happen for other electronics segment of Hitachi?

Tarun: Its will remain unchanged. As I said earlier, Hitachi will re-brand only projector business. Other consumer businesses will remain unchanged. Hitachi will be focusing the social innovation where Maxell will be focus business innovation. The Hitachi projector comes with distinctive imaging and optical technologies of Maxell which have been trusted and valued by the customers all over the world. Dhaka Times: How Hitachi contribute to Digital Bangladesh? Tarun: Bangladesh is an emerging market for Hitachi. There are around 3 million projectors in the local market who will enjoy same facilities from our unchanged service channel. Besidesm Bangladesh is transforming into digital where such branded product is required and keeping this in mind and to be with digital movement of the country we have re-branded our product.


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